The power of controversy - the role of competitiveness

It is becoming increasingly relevant for companies to take a stand on socio-political issues, because more and more consumers are basing their purchasing behavior on the principles of brands. The aim of this study is to determine what role personality-based competitiveness plays in the perception an...

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Bibliographic Details
Main Author: Kuemmel, Leif Louis (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Consumer behavior
Controversial Brands
Purchase Intention
Competitiveness
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/143231
Country:Portugal
Oai:oai:run.unl.pt:10362/143231

Internet

http://hdl.handle.net/10362/143231

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